Presentation Of Mag ResearchPresentation Transcript
For this homework I am going to research the two main magazine ownership companies ‘ Bauer ’ (German Independent) and ‘ IPC ’ (American conglomerate) to identify the differences between them and to see how they reach their target audiences.
First of all, referring back to the website www.bauer.co.uk I found that they collectively own a wide range of popular and mainly British magazines.
These included Bella, Take a Break, That’s Life, TV Guide, TV Choice, TV Quick, Eat In, Take a Breaks Fame & Fortune, Spirit & Destiny, Take a Breaks Fiction Fest, Take a Breaks Seasonal Magazine, That’s Life Seasonal Special, Arrowwords, Big Value code breakers, Code Breakers, Criss Cross, Su Doku, Puzzle Selection and various other puzzle magazines (A few examples of these are shown below).
The sub-genres fell into the following categories: Woman’s Weekly, Woman’s Interest, TV Listings, Puzzles and Puzzle Magazine icons. This is because there are different types of magazines aimed at separate audiences; depending on what people want to read, this is why they have created these alternate sections.
The price of Woman’s Weekly Magazines ranged from 68p- £1.00, these contained mainly celebrity headlines and real life stories where women could share their experiences and stories about situations they have found themselves in (Gossip).
Woman’s Interest Magazines ranged from £1.40-£2.95, these were mainly concerned with different recipes, healthy eating, lifestyle options, destinies and fortunes (Spiritual and Body).
The prices of TV Listing Mags ranged from 40p-£1.00, these displayed information to show TV listings of what programs will be coming on the television and at what times, main headline stories are usually about TV soap characters and follow storylines from the programs to keep audiences up to date and intrigued (Soap Gossip).
The category Puzzles and Puzzle Magazine icons had price ranges from £1.65-£2.00, many people buy these to keep themselves entertained and to keep up their general knowledge, they are popular for travelling such as on plane or train journeys and have a range of different tasks to complete inside, such as crosswords and word searches. Many Puzzle books also have competition pages for the audience to have a go at winning and interact with (Problem solving/ Brain teaser).
The magazine caters for both mainstream and niche audiences. Mainstream magazines are the ones that follow celebrities that are usually in the media, this appears to audiences as they can compare lifestyles and see what their favorite or worst celebrities are up to and what dramatic things they have done. The more niche types of magazines would include the spiritual ones; this would not interest all types of readers and can be quite a specific read. They may include magic and physic matters, it may not appear to all audiences because not everyone will believe or take an interest in these aspects of life.
The circulation figures for two of the magazines (ABC). ‘That’s Life’ and ‘Take a break’ sold the most magazines in the end of June 2006, the figures also show that compared to others, they are within the top leading magazines out of ‘women’s weeklies’.
The ‘Take a Break’ magazine has demographic reference to content (images/articles) by showing images for example the image of a body on the front cover refers to story line and article of breast cancer.
There is also an image of a woman acting ruthless after she’s obviously had a few drinks, the subheading below her says ‘Rebecca wishes to apologise’ this is also another example of where an image is used to relate to an article.
Storylines are also further enhanced by adding such glowing effects around words to make them stand out more to the audience…
Synergy has been used throughout the cover, for example to cross promote the storylines with the magazine. In the example shown below the storyline being ‘The Beauty Of Women’ has had the ‘Take a Break’ logo added into the middle of it to make it more personal and direct to the reader. This has been done so that as well as selling the story, they are selling the actual magazine brand.
That’s Life! Magazine also follows the ‘image to article’ formation. For example an image of baby ‘Sue’ has been used to relate to the article ‘Handed to a Child Abuser’. This is to engage the audience as they feel they have been given an insight into the storey; by seeing a photo of the child that was actually involved.
An example of synergy used on the magazine cover would be fashion buys. There are pages dedicated in the magazine showing the latest up to date fashion buys and accessories, this is a form of synergy because it is not only promoting the magazine, as people will want to buy it to see these products, but it is also a form of advertising for the shops selling the actual products, as if audiences like the products then they can go directly to the shop to buy them.
The next site I researched was www.ipcmedia.com . I found that this conglomerate company was of a much larger scale compared to the independent Bauer Company. It owns a huge and varied range of magazines, to name a few:
25 Beautiful Homes, Aeroplane, Beautiful Kitchens, Chat, Decanter, Eventing, Golf Monthly, Hair, In Style, Loaded, Marie Claire, NME, Nuts, Pick Me Up, Rugby World, Ships Monthly, TrustedReviews, Uncut, Volksworld, Wedding and Yachting World.
The sub-genres of the magazines they own include: Caravan ( prices ranging from £2.80-£3.85 ) , Celebrity / Fashion (£1.20-£1.50 ), Country Pursuits (£2.20-£3.60 ), Cycling ( All £4.00 ), Equestrian ( £ 2.40-3.45) , Film (£4.30), Gardening (£1.80 ), Hair (£2.99 ), Hi-Fi ( £4.00 ), Home Interest ( £2.99-£3.50 ), Internet ( £2.00 ), Marine ( £3.60-£4.20 ), Men’s Lifestyle ( £2.20-£4.30 ), Motorbike ( £3.95 ), Music ( £2.20-£4.30 ), Parenting (no prices found), Photography ( £2.20-£3.99 ), Soap ( 47p-£1.50 ), Specialist ( £1.60-£4.60 ), Sport ( £1.60-£3.60 ), Teenage ( no prices found ), TV Weeklies ( 47p-£1.60 ), Weddings ( £4.80 ), Women’s General ( £2.20-£2.90 ), Women’s Monthly ( £1.50-£3.30 ), Women’s Weekly ( 68p-£1.20 ) and Women’s Specials (none found).
IPC Media caters for both mass and niche audiences, as they have such a huge range of genres there is almost something to please everyone/ hold everyone’s interests. For example there are huge international magazines such as NME, which are read by audiences all over the world due to containing a popular culture choice of music, in comparison to smaller niche magazines such as Parenting Magazine, which are aimed towards a smaller audience as not as many people are interested in reading about how to parent and would rather take part in a more international subject such as who are the hot music bands.
Even though they may be a big conglomerate company, there is still great competition between them and rivaling magazines, as the circulation figures for NME magazine are shown below. The table shows that in previous years they haven’t been as popular as the other main music magazines. However they also own the mag ‘Uncut’ which appears to be doing slightly better and had steady sales between the end of June-December 2005.
In the NME magazine they aim to target a particular demographic audience by only having one image on the front cover, by having just the image of the band ‘The XX’ the audience are drawn to the cover and immediately know what the magazine is about and the type of music the company are interested in. The sub heading ‘The making of a walking sensation’ placed underneath the main image has been put there to relate directly to the article; which is linked to the image so the audience can quickly identify what the content includes.
Synergy has been used on the front cover in various ways, in this example they are not only advertising ‘Biffy’s new band’ as they are wanting new musicians, but they are also cross promoting the magazine as your have to buy the magazine so that you can apply to become a member.
Another example would be the advertising of the NME Awards, as it is a popular television program, as well as promoting the program it is selling their own brand product, the NME magazine.
Guitar and Bass magazine also has images relating to particular articles. They are implying to how play like a certain band and to further represent this they have used a guitar pick to present the words on.
A form of synergy they have used would be the ‘Danos’ as shown below. Again, cross media products have been used, as the magazine is being promoted by the fact that the audience want to buy the mag to find out more about the product where as the type of instruments are also being promoted and their article could also be seen as a free advertisement within the magazine as this is a method where many people find out about new and existing products.